A comparative analysis of direct marketing strategies used by retail chains in the Pardubice Region
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216275%3A25510%2F17%3A39902723" target="_blank" >RIV/00216275:25510/17:39902723 - isvavai.cz</a>
Result on the web
<a href="http://dx.doi.org/10.18267/pr.2017.svo.2216.6" target="_blank" >http://dx.doi.org/10.18267/pr.2017.svo.2216.6</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.18267/pr.2017.svo.2216.6" target="_blank" >10.18267/pr.2017.svo.2216.6</a>
Alternative languages
Result language
angličtina
Original language name
A comparative analysis of direct marketing strategies used by retail chains in the Pardubice Region
Original language description
The purpose of this paper is to analyse and compare some marketing strategies of direct marketing from the perspective of retail chains in the Pardubice region in selected period. Direct marketing is one of the most popular forms of communication mix used by retail chains in the Czech Republic, although prospectuses of each retail chain are very different. The aim of this paper is to compare and analyse prospectuses used by selected retail chains in the Pardubice region and imply some innovation for management of direct marketing strategies used by retail chains.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach<br>I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2017
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Proceedings of the 5th International Conference Innovation Management, Entrepreneurship and Sustainability
ISBN
978-80-245-2216-6
ISSN
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e-ISSN
neuvedeno
Number of pages
10
Pages from-to
93-102
Publisher name
Oeconomica
Place of publication
Praha
Event location
Praha
Event date
May 25, 2017
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000427316100008